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you realize it or not, you

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have a personal brand. If I

5:27

looked you up on Google and

5:29

didn't find anything about you on

5:31

the first page of results, that's

5:33

your personal brand. If I found

5:35

an out-of-date LinkedIn profile or a

5:37

bunch of random social media posts,

5:39

that too is your personal brand.

5:41

People tend to think about a

5:43

personal brand as bragging self-promotion and

5:45

all about yourself, but it's actually

5:47

something much more important. It's your

5:49

reputation. In other words, it's how people

5:52

perceive you. Your friends, colleagues, or

5:54

the general public, and it's what...

5:56

people think about you when they

5:58

hear your name, as well as

6:00

what people say about you when

6:02

you're not in the room. In

6:04

our connected world, every single one of

6:06

us has a personal brand, whether

6:08

we like it or not. This

6:10

is because whenever we engage with

6:12

people both in person and online,

6:14

that's every interaction or everything we

6:16

post, upload, or comment on, we're creating

6:19

a reputational narrative about ourselves. Your

6:21

reputation is already out there. The

6:23

question is, do you want to

6:25

be the one who's driving and

6:27

shaping this story? Or do you

6:29

want chance or algorithms to be

6:31

doing it for you? I think most

6:33

people would agree that they want

6:35

to take control. And what this

6:37

means is we need to make

6:39

some very intentional decisions so our

6:41

brand stays in our hands. Let

6:43

me walk you through five key

6:45

steps to building a strong personal brand

6:47

in a way that feels good.

6:49

First, you need to figure out

6:51

what your goal is. Let's start

6:53

by answering a foundational question. What

6:55

do you want your personal brand

6:57

to help you accomplish? Are you looking

7:00

to change jobs or transition into

7:02

a new industry, and you need

7:04

your brand to reflect a new

7:06

skill set? Maybe you're looking to

7:08

get a promotion at your current

7:10

organization, and you need everyone to

7:12

know all the amazing things that you've

7:14

accomplished in your career. Or maybe

7:16

you're launching a new business, and

7:18

you want to build your brand

7:20

around the products or services that

7:22

you're offering. towards a clear outcome.

7:24

Next, you want to get clear

7:26

on what you want to be known

7:29

for. In other words, how do

7:31

you want people to describe you

7:33

as a professional? Start by answering

7:35

the question, so what do you

7:37

do? And I'm not just talking

7:39

about your job title. Are you a

7:41

teacher who focuses on social and

7:43

emotional learning? Or maybe you're a

7:45

project manager who is reliable and

7:47

always gets things done on time?

7:49

Or maybe you're an artist who

7:51

makes beautiful ceramic pots from natural

7:53

materials. What you want to do is

7:55

dig deeper into the what, how,

7:57

and why behind your work so

7:59

you can make it concrete and

8:01

easy to remember. Just make sure

8:03

to lead with something that doesn't

8:05

cause confusion. For example, I once

8:07

coached someone who called herself a death

8:10

midwife, which no one understood. But

8:12

when she started introducing herself as

8:14

a grief counselor, who works with

8:16

families during a time of loss,

8:18

all of a sudden, everyone got

8:20

it. If you're stumped, think about how

8:22

you can stand out from the

8:24

crowd in your industry. What are

8:26

the things that make you unique?

8:28

Are there specific talents and expertise

8:30

that you've acquired in your career?

8:32

What do you know more about

8:34

than most people? Sit down and make

8:37

a list and you might start

8:39

to surprise yourself about all the

8:41

things you know. Now, let's think

8:43

about the audience you want to

8:45

share your personal brand with. The

8:47

reality is, your personal brand is

8:49

not about you. It's about the people

8:51

you want to educate with the

8:53

skills, knowledge, and value you can

8:55

provide. Who you decide to focus

8:57

on should be based on two

8:59

things. The goal of your personal

9:01

brand and the people who can best

9:03

benefit from your unique talents and

9:05

skills. So spend some time thinking

9:07

about these two questions. Who can

9:09

most gain from what you have

9:11

to share? And how exactly can

9:13

you see yourself helping them? Here's

9:15

where it all starts to come together.

9:18

Let's pull all your answers into

9:20

a single mission statement that describes

9:22

who you are, what you do,

9:24

who you do it for, and

9:26

the transformation you can create in

9:28

people's lives. Let's take the example

9:30

of the teacher. My name is Alma

9:32

and I'm a third grade teacher

9:34

who specializes in social and emotional

9:36

learning. I work with students to

9:38

teach them the skills for fostering

9:40

empathy and compassion so they can

9:42

thrive and contribute to a more

9:44

caring world. Let's take the project manager.

9:47

My name is Jennifer and I'm

9:49

a project manager for a sustainable

9:51

fashion company. I work with teams

9:53

across different departments to plan, organize,

9:55

and direct innovative marketing campaigns that

9:57

engage customers while also increasing brand loyalty.

9:59

Mission statements are going to look

10:01

wildly different depending on who you

10:03

are in your career. But whatever

10:05

your mission statement is, write it

10:07

down and put it somewhere prominent.

10:09

You can use it to make

10:11

decisions about how you speak about yourself

10:13

when you first meet someone to

10:15

the communities you want to. share

10:17

it with. Let's start building a

10:19

personal brand online. There are two

10:21

key personal branding assets you should

10:23

think about developing. A personal website

10:25

and social media. What's so important about

10:28

a personal website is that it

10:30

allows you to take full control

10:32

over your online reputation. It offers

10:34

the most flexibility in sharing your

10:36

brand and value to others in

10:38

a much deeper way than a resume

10:40

or LinkedIn profile. People want to

10:42

work with others they like, know,

10:44

and trust, and your personal website

10:46

provides you an opportunity to share

10:48

more about your personality through photos

10:50

as well as more about your

10:52

career and life story. This in turn

10:55

will differentiate you from others in

10:57

your industry. Social media is also

10:59

a great way to share your

11:01

personal brand with the audience you're

11:03

looking to connect with. However, I

11:05

suggest trying not to be on

11:07

every platform. Pick one that aligns with

11:09

your goals as well as where

11:11

your audience spends most of its

11:13

time. If you're an artist or

11:15

creative, Instagram is a great fit.

11:17

If you work in a more

11:19

corporate environment, LinkedIn is the place you

11:21

want to be. When posting, focus

11:23

on being helpful to others. Share

11:25

interesting articles relevant to your industry,

11:27

post ideas or opinions that can

11:29

benefit colleagues, and like or comment

11:31

on posts shared by the people

11:33

you follow. The key is to always

11:36

engage in a way that both

11:38

reinforces your personal brand, while also

11:40

bringing value to others. Look, I

11:42

know this may sound a bit

11:44

intimidating. But try to think of

11:46

this branding process as an opportunity

11:48

for personal growth. It's your chance to

11:50

dig deeper into who you truly

11:52

are and who you want to

11:54

become. This in turn will provide

11:56

you the clarity you need on

11:58

how you can make your greatest

12:00

impact in the world. You know what

12:03

I've realized? I don't like the

12:05

phrase personal brand. Instead, I prefer

12:07

the way Marcos thinks about it.

12:09

crafting an online identity is an

12:11

opportunity to share what's important to

12:13

you and to learn what's important

12:15

to others. and I like to remind

12:17

myself that I don't have to

12:19

use all social media platforms. I

12:21

get to pick and choose what's

12:23

most meaningful to me. For example,

12:25

I engage the most with LinkedIn.

12:27

I like that it's strictly professional,

12:29

and often I'm promoting other people or

12:31

things that I think are cool

12:33

and exciting, like businesses some of

12:35

my friends or former students are

12:37

starting that inspire me. or a

12:39

takeaway from a conference I attended

12:41

that stuck with me. Using LinkedIn this

12:44

way feels authentic to me, and

12:46

I don't feel the pressure to

12:48

post a lot. It's quality over

12:50

quantity. And then there's Instagram, which

12:52

for me is totally different. I

12:54

have a different community of followers

12:56

there to begin with. It's a little

12:58

bit more personal, and it's a

13:00

space for me to be more

13:02

playful. Posting random things like notes

13:04

from my tea bags, cute pictures

13:06

of my parents, stuff that makes

13:08

me smile, and I hope makes

13:10

other people smile too. In my experience,

13:13

this is the secret to actually

13:15

getting the most out of social

13:17

media. Once we're intentional about the

13:19

relationship we want with these platforms,

13:21

it can actually be fun deciding

13:23

who we are on them. That's

13:26

it for today. This episode

13:29

was produced by Pushkin

13:31

Industries and fact-checked by Hannah

13:33

Matsuda. Special thanks to

13:35

Alejandro Salazar, Michelle Quint, Corey

13:38

Heijem, and Colin Helms. I'm

13:40

Madupa Agnola. Talk to

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